So the great and the good of the UK’s television marketing and promotions fraternity were gathered at the Hilton Hotel, London last week for the annual Promax UK’s Awards.
Although it does not cover all areas of UK motion, animation and VFX activity by any means, it is a good round up of the best work that we might find on our mainstream UK TV channels. Also good to see more categories for digital, as the concept of the second screen takes hold.
Veterans of the these awards will know that there are many many more categories than have been reported here. So, I’m sorry if you expected to find a list of all the Promax 2012 winners, however for the sake of space I have concentrated on the awards with (mostly) motion graphic content…
Winner of Gold for Best Ident /Branding Package (video above) was Red Bee Media with their BBC Two Christmas Idents, directed, ironically enough, by a couple of French directors known as “No Brain”, through 15 Badgers and Red Bee’s TV Production dept – fuller credits for everything below. A beautiful but quirky set of Christmas idents – BBC2 really do have this style cornered and have consitently managed to be the flag bearers for tasteful festive branding…what is it they put in the brandy butter over at Red Bee…?
Gold – Universal Networks International with Discovered by Syfy created in response to Syfy’s mantra to finding new and exciting content. Apparently the ‘Dot’ is a symbol of Syfy’s promise to look above and beyond the obvious. The entire sequence from concept to final completion was undertaken in under 3 weeks. Phew.
Best Graphic Design or Animation Promo
Gold – 4creative / Channel 4 with Turner Prize 2011 Promo directed by Why Not Associates and Brian Harrington - a brilliant eye popping design and editing here, together with the visceral soundtrack would definately catch you out if you were dozing on the sofa…. Having said that, I’m very surprised that either of the two runners up did not get the Gold in this category – the amount of craft and aesthetics in either of these was phenominal. I was very surprised that London Stadium UK did not win higher places in any of the categories it was in. But hey, what do I know..?
Best Sports Promo (Originated)
Gold - 4creative / Channel 4 with Meet the Superhumans directed in house by Tom Tagholm. In a year that was dominated by London Olympics it was no surprise that there were some really strong contenders in this category. Channel 4 really embraced the role of home of the Paralympics and I think this promo did a fine job at pushing our perceptions of what it is to be a Paralympian, before & during the event.
Runners up: Silver: Sky Creative with Sky Sport’s – At The Heart of F1 and Bronze: Rainey Kelley Campbell Roalf /Y&R with the BBC’s London 2012 -Stadium UK
I also wanted to give a shout out to the winners in the Best Newcomer category
Last question – where were ITV in all these categories..?
Credits: I try to give as many links as I can to all the work here, but Promax give no links whatsoever to their winners on their site, and most of the broadcasters do not have Vimeo or YouTube channels, so its a bit of a trawl on th’interweb to find everything. If anybody wants to add more links or credits – let me know!
Best Ident /Branding Package Gold: BBC2 Christmas idents:Client: BBC2, Directors: No Brain, Production Company : 15 Badgers, Producer: Toby Courlander, Post production: Sabotage, RedBee Creative: Frazer Jelleyman, James Dezoete, Oliver Parsons, RedBee producer: Laura Gould, models by 2 Left Hands
Best Design Gold: Discovered by Syfy Client: Universal Networks International, Director: Dan Aldridge, Lead Animator: Martin Allen (Envy Post Production), Script / Copy: Dave Hicks, Audio: James Taylor
Best Graphic Design or Animation Promo Gold: Turner Prize 2011 Promo: Client; Channel4, Creative Director at 4creative: Phil Lind, Art direction & animation: Why Not Associates, Director: Brian Harrington, 4creative producer: Simon Glover, Audio: Prime Focus
Best Sports Promo (Originated) Gold - Meet the Superhumans Client: Channel4, Production company: 4creative, director, Tom Tagholm, exec. producer: Shannane Lane, producer: Gwilym Gwillim & Rory Fry, VFX & post production: MPC, Production designer: Will Htay, Audio: Envy